Apple has the honor of releasing what many experts consider to be the best commercial in history. It was called “1984” and this year it celebrated its 40th anniversary. However, they now taste more bitter, like criticism pours in for its latest announcement with which they are trying to promote the new iPad Pro 2024. More precisely, the abysmal reduction in its thickness which has made it the thinnest product ever manufactured by the brand.
Everything comes for what many saw it as an attack on creativity. The commotion generated since its publication last Tuesday, May 7 during the “Let Loose” event was such that the company had to apologize.
“The destruction of the human experience”
Apple received hundreds of criticisms, mainly via social networks, for the announcement of the new iPad Pro. The spot in question is called “Crush!” ” and, at least at the time of publishing this news, it is still available on Apple’s YouTube channel. In it you can see a hydraulic press crushing all kinds of objects. A bit like these viral videos that are so successful on platforms like Instagram or TikTok.
The problem for many users is the objects this press destroys. Musical instruments, video games, artistic sculptures, books… It all relates to what human creativity is and what Apple believes probably stands out from its iPad Pro. Perhaps the idea of the company was to show that all these artistic works could be created right now. with a “simple” electronic tablet.
However, far from making the virtues of the iPad Pro viral, Apple has managed to create a controversy on social networks to which Even well-known faces from popular culture have joined. See for example the publish on X (Twitter) by actor Hugh Grant, who described this place as an example of the destruction of human creativity.
Statement from Apple apologizing
Faced with this wave of negative impact that the announcement had, the Cupertino company apologized to the media AdAge through Tor Myhren, Apple’s vice president of marketing communications.
“Our goal is always to celebrate the countless ways people express themselves and bring their ideas to life through iPad. […] We view our tools with reverence and respect and maintain a healthy dialogue with them. Our tools are like trusted companions on the journey of art. […] We made a mistake with this video and we’re sorry.”
In any case, it must be said that the ad has not been completely removed. In addition to continuing on Apple’s YouTube channel as we mentioned previously, we also see how Tim Cook’s publication remains on X (Twitter) in which the video in question is attached. This post has already accumulated over 55 million impressions and almost 20,000 responses, with the majority being critical of the message.
LG had already made a similar announcement 15 years ago
In 2008, we were still moving forward into the second generation of the iPhone with the iPhone 3G. In the competition, we were already witnessing the awakening of Android, which reached devices like the brand new LG Renoir. To promote it, LG had a very similar idea to Apple with the new iPad Pro
The LG Renoir spot is still available on the LG UK YouTube channel. There we see how a hydraulic press is also responsible for machacar several musical instruments. With a more frenetic pace than that shown at Apple and making an analogy with the way all this is compacted to be introduced into a smartphone like the LG Renoir.
This video currently has nearly 70,000 views, not counting those obtained on various television shows and other platforms. The fact is that a controversy like the one we are currently experiencing is not remembered. Maybe because the impact wasn’t as big, because Twitter was still in its infancy, or because we simply changed. The fact is that it is curious to say the least to see the similarities between one advertisement and another with barely three decades of difference.
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